Why is a Dual-core A5 under the hood not enough for the iPhone 4S?

While Apple did not release the first dual-core applications processor for a handset, the upgrade to the dual-core 800MHz A5 in the iPhone 4S makes it a market leader in applications performance.

10/14/2011


IMS research: excellence in market intelligneceI have seen many editorials and blogs criticizing the recent release of the iPhone 4S and I have to ask why? Has Steve Jobs trained the media so thoroughly that they react like Pavlov’s dog whenever Apple rings the bell? Do their salivations turn to whimpering when the latest product release doesn’t change life as we know it on planet Earth? Are they angry because they had to scrap their pre-release inside rumors about the iPhone 5?

I am in the business of studying the processors market so the announcement of the Apple A5 in a phone is a big deal. While Apple did not release the first dual-core applications processor for a handset, the upgrade to the dual-core 800MHz A5 in the iPhone 4S makes it a market leader in applications performance. This is impressive from a company that did not even produce processors 3 years ago. So why the Apple bashing? Perhaps Apple’s culture of secrecy invites this type of response, but does every new product announcement from Apple have to shake the foundations of the industry to be considered a reasonable business practice?

The iPhone 4S is not competing with what we want from an iPhone 5, it is competing with other smartphones on the market. The new camera may not be 3D, but let’s face it, most consumers would rather have the 8MP premium quality 2D camera with 1080p HD camcorder anyway. It still offers one of the sharpest displays available, and the app store still dominates when it comes to available software. With the iPhone 4S’ Bluetooth low energy, the new usage models for apps is likely to generate a whole new boom to the app store and a new wave of connected devices like the iPod dock changed connectivity when the iPhone was first released. Finally, I personally will be highly interested in seeing whether Siri can significantly reduce the number of automobile incidents related to people texting or otherwise fumbling with their phone while driving. This alone could be a life-saving if not life changing feature if the interface is as easy to use as claimed.

To be fair, 4G support, a larger screen, longer battery life, lighter weight would all have been even better. Apple has released a reasonable and quality update to the popular iPhone 4 series. There were no promises made that they failed to deliver on. The upgraded performance and features were at least as much of a standard improvement as any typical mobile handset competitor would release. Even breaking the iPhone 4’s previous pre-order record has been downplayed and dismissed.

While the record-breaking volume of  iPhone 4S pre-orders are indeed coming from initial purchases from new carriers such as Verizon and Sprint, does it not make practical business sense to release a product like the iPhone 4S to capture this new market? A year from now when there is a whole new wave of iPhone addicts, and a larger 4G coverage area, an iPhone 5 will be just what is called for to boost sales again. I have to extend credit where credit is due and go on record as a market analyst in the business of comparing ‘apples to apples’, not “Apple’s to what I wanted from Apple’s”. A tablet processor in a handset? nice job Apple.



No comments
The Top Plant program honors outstanding manufacturing facilities in North America. View the 2013 Top Plant.
The Product of the Year program recognizes products newly released in the manufacturing industries.
The Leaders Under 40 program features outstanding young people who are making a difference in manufacturing. View the 2013 Leaders here.
The new control room: It's got all the bells and whistles - and alarms, too; Remote maintenance; Specifying VFDs
2014 forecast issue: To serve and to manufacture - Veterans will bring skill and discipline to the plant floor if we can find a way to get them there.
2013 Top Plant: Lincoln Electric Company, Cleveland, Ohio
Case Study Database

Case Study Database

Get more exposure for your case study by uploading it to the Plant Engineering case study database, where end-users can identify relevant solutions and explore what the experts are doing to effectively implement a variety of technology and productivity related projects.

These case studies provide examples of how knowledgeable solution providers have used technology, processes and people to create effective and successful implementations in real-world situations. Case studies can be completed by filling out a simple online form where you can outline the project title, abstract, and full story in 1500 words or less; upload photos, videos and a logo.

Click here to visit the Case Study Database and upload your case study.

Bring focus to PLC programming: 5 things to avoid in putting your system together; Managing the DCS upgrade; PLM upgrade: a step-by-step approach
Balancing the bagging triangle; PID tuning improves process efficiency; Standardizing control room HMIs
Commissioning electrical systems in mission critical facilities; Anticipating the Smart Grid; Mitigating arc flash hazards in medium-voltage switchgear; Comparing generator sizing software

Annual Salary Survey

Participate in the 2013 Salary Survey

In a year when manufacturing continued to lead the economic rebound, it makes sense that plant manager bonuses rebounded. Plant Engineering’s annual Salary Survey shows both wages and bonuses rose in 2012 after a retreat the year before.

Average salary across all job titles for plant floor management rose 3.5% to $95,446, and bonus compensation jumped to $15,162, a 4.2% increase from the 2010 level and double the 2011 total, which showed a sharp drop in bonus.

2012 Salary Survey Analysis

2012 Salary Survey Results

Maintenance and reliability tips and best practices from the maintenance and reliability coaches at Allied Reliability Group.
The One Voice for Manufacturing blog reports on federal public policy issues impacting the manufacturing sector. One Voice is a joint effort by the National Tooling and Machining...
The Society for Maintenance and Reliability Professionals an organization devoted...
Join this ongoing discussion of machine guarding topics, including solutions assessments, regulatory compliance, gap analysis...
IMS Research, recently acquired by IHS Inc., is a leading independent supplier of market research and consultancy to the global electronics industry.
Maintenance is not optional in manufacturing. It’s a profit center, driving productivity and uptime while reducing overall repair costs.
The Lachance on CMMS blog is about current maintenance topics. Blogger Paul Lachance is president and chief technology officer for Smartware Group.